Overview

All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience. Bergstrom provides insights into Chinese youth, revealing what makes them unique from their counterparts around the world.

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9780230120624

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<p> All Eyes East is the first work I have seen that identifies the fundemental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, author of Billions and What Chinese Want <br> There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here. - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac <br> A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012. - Ian Stewart, Asia Pacific Marketing Director for Converse <br> Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book. - Arlene Ang, CEO, Digital, Omnicom Media Group China <br> Mary Bergstrom's book has by far provided one of the most fully grounded and highly inspirational analyses for China's 'Bird's Nest Generation.' Through her lens of the changing 'identity politics' in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly-rising superpower and proves a soli

All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, author of Billions and What Chinese Want There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here. - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012. - Ian Stewart, Asia Pacific Marketing Director for Converse Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book. - Arlene Ang, CEO, Digital, Omnicom Media Group China Mary Bergstrom's book has by far provided one of the most fully grounded and highly inspirational analyses for China's 'Bird's Nest Generation.' Through her lens of the changing 'identity politics' in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly-rising superpower and proves a solid and distinctive insight for any serious scholar of integrative marketing. - Dr. Anbin Shi, Professor and Associate Dean, School of Journalism and Communication, Tsinghua University, Beijing

<p> All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, author of Billions and What Chinese Want <br> There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here. - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac <br> A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012. - Ian Stewart, Asia Pacific Marketing Director for Converse <br> Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book. - Arlene Ang, CEO, Digital, Omnicom Media Group China <br> Mary Bergstrom's book has by far provided one of the most fully grounded and highly inspirational analyses for China's 'Bird's Nest Generation.' Through her lens of the changing 'identity politics' in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly-rising superpower and proves a soli

Mary Bergstrom's All Eyes East is the first work I have seen that identifies the fundamental motivations of China's new generation. Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctiriff, author of Billions and What Chinese Want <p> There is so much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Mary Bergstrom goes on the road, looks into the cupboards, shops and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers she uncovers what will be the next big thing years ahead of others. Sharing beauty secrets with moms, daughters and grandmothers, she uncovers why Chinese youth thinks about beauty in a completely different way than previo

<p> All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, author of Billions and What Chinese Want <p> There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here. - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac <p> A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012. - Ian Stewart, Asia Pacific Marketing Director for Converse <p> Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book. - Arlene Ang, CEO, Digital, Omnicom Media Group China <p> Mary Bergstrom's book has by far provided one of the most fully grounded and highly inspirational analyses for China's 'Bird's Nest Generation.' Through her lens of the changing 'identity politics' in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly-rising superpower and proves a solid and distinctive in

Author Information

MARY BERGSTROM Founder of Bergstrom Trends, an insights and trends consultancy helping marketers understand and connect with Chinese consumers. She has been featured on NPR's Marketplace; ABC News; The Wall Street Journal and Women's Wear Daily.

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